Analysis Of Howard Schultz's View Of Certainty Coffee
During the early1980s, Howard Schultz had his first experience with specialty coffee and found it to be very different than what he had originally imagined. The novelty of the idea, product, history, and culture captured his attention; this let to the realization of a market where he can do it better. It was also a period where natural foods were gaining momentum as health conscious people were on the rise. His visit to Italy immensely changed his perception of the retail side of specialty coffee. The observations he made on the quality of the product, unique customer service, and the coffee/socialization helped him visualize how to recreate this market in the states.
Ultimately, Schultz realized a market that was largely undiscovered by
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